Attitudes Shampoo Buying: A “Bad Hair” Day? Case Study Report

This case study, titled "Attitudes Shampoo Buying: A “Bad Hair” Day?" analyzes consumer behavior and marketing strategies within the hair care industry. It examines various shampoo brands, including Unilever's Cream Silk and Vietnamese brand Thai Duong, and their advertising campaigns. The study explores the challenges of influencing consumer attitudes in a competitive market with numerous product choices. It delves into the effectiveness of different marketing approaches, such as the Elaboration Likelihood Model (ELM), and the use of celebrity endorsements, emotional appeals, and rational messaging. The case study also evaluates the strengths and weaknesses of various advertising campaigns, considering factors like brand recognition, competitive advantage, and the impact of changing consumer preferences. It also examines how companies aim to change consumer attitudes through cognitive, affective, and behavioral components, while also considering the use of KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) in marketing strategies. Finally, the study provides insights into how companies can adapt their marketing strategies to remain competitive and reach target audiences effectively.

Shampoo Buying:
A “Bad Hair” Day?
CB2 - Group 8
Attitudes
Quy An | Gia Huy | Thanh Ngan | Ngoc Thanh | Khanh Trang

INTRODUCTION ISSUES
QUESTIONS DISCUSSION LESSONS LEARNED
Introducing of the case context Illustrating the main issues raised in the case
Answering the case questions and extra questionsSummarising the lessons learned from the ca
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THE INDUSTRY: Hair care
● 200 choices ofshampoo with packages bring
benefitsof repair, protection,hydration,
control,and nourishment
● Many typesof products:gels, mousses,
hairsprays,shine enhancers,and conditioners
CONSUMERS
Findsit hard to choose whatto
buy
=> Ad agenciesmust create
effectivemessagesto reinforce
currentbrand loyalty orpersuade
consumers to try a new brand
THE MAIN COMPANY
Unilever and Cream Silk’s promotion

TIME-CONSUMING
CHOOSING HAIR
PRODUCTS
Many shoppers spend
about 20 minutes in this
aisle when they select a
shampoo brand
Pressureto create
effective messages to
persuadecustomers
to try a new brand
and product.
Relies heavily on
television, print, the
Internet, and outdoor
advertising(billboards)
and using celebrity
endorsements.
Hair care products advertisement

Cream Silk’s promotion
centered on the attributes
● Stronghair: The brandwas trying to
convincethat that the hair conditioner
wasableto makecustomers’hair more
strong
● Fall defenses:The conditioner makesthe
hair become hard,withstand pressure and
prevent falling
the “Human Hair Quartet
Cream Silk -
The First
Human Hair
Violin
Quartet
● Unilever collabed with JWT.
● JWT contacted PaulGoh,the leading
violin bowmaker in Singapore.
● Exchanged the horsehair violin bows
with humanhair which had been
washed and conditioned Cream Silk.

● Strong hair:The haircan withstand
the pressurewhile playingmusical
instruments
● Fall defenses:The strings made from
hair don'tbreakor fall out while
playing
the model and the “Human
Hair Quartet
limitations
● The modeldoesnot predictthe
outcomes of the behavior.
● Might not target the right
audience,speciallyin this case
with the conditionerand the
violin: only show theattributes
but cannot explain how the
conditioner works on hair.
● People can misinterpretthe
message

● Hair styled can play songs by American pop
rock band Huey Lewis and the News.
● The website allows users to input the name
of a Huey Lewis and the News song, like
their hits “The Power of Love” or “Hip to Be
Square”, and it’ll play a short clip of hair
playing a rendition of the song.
Old Spice - The Power of Hair

● Type of Message:
○ Emotional - Humor : create
humorous advertisement “hair can
play piano” to attract attention
○ Sexual: products advertise especia
to men
● Elaboration Likelihood Model (ELM):
Peripheral route
○ Focus on using cues: Package,
Context of the messages
-> looks more carefully at the product’s
performance or other objective attributes
● Type of Message:
○ Rational: do experiment in public
to impress and give information
about products to the audience
● Elaboration Likelihood Model (ELM):
Central route
○ Focus on the arguments: “Using
conditioner strengthen your hair”
the marketer presents
○ Generate cognitive responses to
this content through “Human Hair
Quartet

Some communication materials of Vietnamese local Thai Duong Sh
TVC Dầu gội Thái Dương có mặt trên toàn Thế Giới Quảng cáo dầu gội Thái Dương 3 & Thái Dương 7
Print ads:
Others
Using KOLs in
advertising:
actresses, celebrit
TVCs:

Attitudinal components
● Affective component(feelings):people
tend to like, and favor productswith
natural ingredients.
● Cognitive component(belief and
knowledge):ThaiDuong is a Vietnamese
brand that uses Vietnamesenatural
ingredientsto createshampooso it is
harmless to health and hair
● Behavioralcomponent (how people act
and behave):Because people acknowledge
that Thai Duong shampoo is harmless and
naturally produced -> tend to choose to
purchase this product.
The company aims at changing:
cognitive component
● Focuson changing people’sthoughtsabout
natural products:due to the natural
ingredients,they can harmless,while can
perform like other chemical products
● Thai Duong emphasizes this difference a
in their TVCs, and imageads: madefrom
natural ingredients,100% natural,harmless…
-> Consequentlychangethe affectiveand
behavioralcomponent:peoplewill have a
positive attitude towards these products an
purchase them.

PROS CONS
● Help to change the attitudes of consumers
toward the products
● Increase brand recognition:a naturaland
healthy brand
● Brand will haveits uniqueness,increase
competitive advantage
● Increase the chance of purchasing
● Too much informationwith high
repetitionmightbring boredom and
customerswill seethatas an obvious
fact
-> No impact on persuading customers
to buy
● Nowadays,lots of brands start to change
their marketingstrategieswith this
approach
-> Competitiveand normal and
information-saturated

1, Keep the same approach
Renew the ways of advertisement:
- Using positive words of mouths to let people know about
the natural products
- Using KOCs, KOLs to give impact by sharing their
opinions
- Using comparing with other products
Ii. Change to another approach
● Using Elaboration Likelihood Model (ELM): Peripheral route: Focus
on using cues: Package, Smell, Context of messages (advertisement)
● Focus on affective components: trial products, increasing customer’s
favour and increasing loyal customers